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Madurai Malli, the famous jasmine variety from the region, is all set to become a global brand.
A special incubator to create value chain has been set up at the Agricultural College and Research Centre here to address production and marketing constraints.
An action plan has been prepared by the Tamil Nadu Agricultural University and the Hyderabad -based International Crops Research Institute for Semi-Arid Tropics (Icrisat) with support from the District Administration.
Demand potential
A proposal to establish Madurai Malli Development Council, which will work jointly with the Agri-Business Incubator of Icrisat to explore new markets in India and abroad, is under consideration.
‘Madurai Malli’ is being grown on 1,250 hectares by 4,000-odd farmers in the district.
A report prepared for the consultative meeting among growers, experts and floriculture officials has said that demand for jasmine is increasing due to its unique fragrance but there is a huge demand-supply gap of fresh flowers.
Major sources of demand are the large consumer retail markets at Bangalore, Chennai, Hyderabad, New Delhi and Mumbai. The annual demand is estimated to be 10,500 tonnes while the district produces only 9,500 tonnes.
Prices
Prices vary from Rs 60 a kg during high production months of April to July to Rs 700 during winter months (November-February).
Major jasmine growing blocks in Madurai district are Thirupparankundram, Thirumangalam, Usilampatti and Chellampatti.
Constraints
The hurdles faced by growers include huge price volatility, debts with commission agents and lack of adequate cold storage facility apart from labour scarcity, seasonal fluctuations, lack of separate cargo facility for exports and absence of standard weighing machines in the flower markets.
Resources are being mobilised for taking up the initiatives under ‘Madurai Malli Growers Development’ framework.
An allocation of Rs 75 lakh has been proposed of which Rs 30 lakh would come from the district administration under the Collector’s Innovation Fund, sources said.
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